Facebook Users Were Hungry for Convenience Food, Curcuminoid and Produce in September

The social network’s research arm revealed its Topics to Watch for the month

Conversation about convenience food was up a whopping 58.2 times versus last September gilaxia/iStock
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Facebook users were on both sides of the food spectrum in September, as both convenience food and curcuminoid were Topics to Watch on the social network for the month, according to research arm Facebook IQ.

Women of all ages dominated discussion about benzoyl peroxide and associated topics adapalene, salicylic acid, isotretinoin, Proactiv, acne, sunscreen, oxygen, antibiotics, skin and bacteria.

Conversation was up 1.5 times compared with September 2018 and 0.9 times versus August.

Facebook IQ wrote, “A common ingredient in acne medications, benzoyl peroxide has been a go-to treatment option for people experiencing skin challenges. It’s often formulated as a gel, and it works by killing off the bacteria in the skin and decreasing inflammation associated with acne. While the chemical itself isn’t new, brands are bringing fresh formulations to the market that include it. These new offerings often combine benzoyl peroxide with other ingredients like niacinamide and glycerin to add hydration and brightening to the skin, along with fighting acne. Additionally, the conversation around adult acne is growing, and brands are now reaching audiences across age groups with these types of products. It seems that benzoyl peroxide is not only here to stay, but bound to grow in use as brands create formulations for all ages that improve people’s overall skin condition.”

Facebook IQ
Facebook IQ

Conversation about bioplastic and associated topics graphene, biofuel, Ford Model T, lithium, combustion, ion, biodegradation, Henry Ford, battery and food soared 20.2 times year-over-year and was up 1.3 times month-over-month, equally generated by gender and age group.

The social network’s research arm wrote, “Bioplastics are made from renewable natural materials, like vegetable oils and fats. They are a more sustainable alternative to regular plastic because they decompose more easily. This topic also trended in 2018, but new bioplastics are bringing it back to the forefront. These fresh iterations of bioplastics are made from other organic materials such as fish waste, and they may soon replace traditional plastic in common items like sandwich bags. Brands are exploring and incorporating more bioplastics into their products, and people seem open to these options as they look to live more sustainably.”

Facebook IQ
Facebook IQ

Women 50 and older were looking to grab a quick bite last month, driving talk about convenience food up a whopping 58.2 times versus last September and 0.7 times month-over-month.

Associated topics included Mediterranean cuisine, diet, nut, fast food, seafood, meat, brain, fruit, cheese and food.

Facebook IQ wrote, “Convenience food is exactly what it sounds like: convenient. People are getting busier and busier, and foods that can be consumed on-the-go are on the rise. However, people increasingly want to eat cleaner foods, so they’re seeking out options that are both convenient and healthy. Snacks that are lower in sodium and include more nutritious ingredients, like chickpeas and lentils, are growing in popularity. And people are turning to more whole foods, like fruits and nuts, to fulfill their snacking needs. Today’s consumers are considering both the health properties and convenience of their foods, and are choosing more nutritious options that still save time and effort.”

Facebook IQ
Facebook IQ

Staying on the topic of food, women 35 and older propelled curcuminoid and associated topics essential oils, piperine, curcumin, bioavailability, turmeric, radical (chemistry), oxidative stress, black pepper, antioxidant and inflammation to conversation boosts of 5.1 times year-over-year and 2.1 times from August.

The social network’s research arm wrote, “Turmeric became a hot ingredient in 2018, as people increasingly incorporated it into everything from salad dressing to lattes. Now, people are discussing curcuminoids, the active compounds in turmeric. One of those compounds is curcumin, an antioxidant with anti-inflammatory properties that is said to help with a range of health issues. Rather than simply adding turmeric to their foods, people are increasingly consuming curcumin in the form of supplements. These often also include black pepper, which is said to increase the body’s absorption of curcumin. As people look to live healthier lives, they’re embracing ingredients that have strong health benefits, and they’re choosing to add supplements to maximize the impact of these ingredients.”

Facebook IQ
Facebook IQ

Facebookers took their convenience food and curcuminoids to the couch, driving discussion about miniseries and associated topics Primetime Emmy Award for Outstanding Lead Actor in a Limited Series or Movie, Moonlight (2016 film), Daytime Emmy Award, Ava DuVernay, Emmy Award, Stephen King, HBO, anime, Netflix and actor up two times compared with September 2018 and 5.5 times from August. Users 18 through 49 provided much of the push.

The social network’s research arm wrote, “Miniseries, or limited television series, are becoming more common across streaming platforms. People crave binge-worthy television, and miniseries are appealing because they provide self-contained stories that can be consumed quickly. They’re a lower commitment than television programs with many seasons, and they allow audiences to test out new genres without worrying about having to keep up with a longstanding show. Many of the most popular miniseries focus on true crime stories, which lend themselves well to the format. Streaming services are continuing to expand their miniseries offerings as demand for this content grows.”

Facebook IQ
Facebook IQ

All that binge-watching made Facebookers hungry again last month, particularly women 25 through 64, as they drove talk about produce and associated topics recipes, meat, fruit, food, chowder, zucchini, eating, tomato, maize and soup up two times year-over-year and doubled the August figure.

Facebook IQ wrote, “Fresh produce is considered one of the healthiest foods out there. Eating fresh produce is known to have a range of health benefits, and people are increasingly seeking out convenient options to get their fruits and veggies. Online grocery delivery services have been steadily growing in the past few years, and now, traditional grocers are entering the delivery space. Today’s shoppers have a range of options for picking out fresh groceries and having them delivered to their doorstep in a matter of hours. People increasingly want to eat healthier, fresher foods, and expanded delivery options are making it easier than ever for them to do so.”

Facebook IQ
Facebook IQ

We learned these things from Facebook IQ’s latest data chart called Topics to Watch, which is designed to help marketers know what subjects to look out for on the social network. The topics are based on trending data, and Adweek readers get an exclusive look at them each month.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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